I use semiotics, cultural insight and trend analysis to produce actionable analyses, creative recommendations and new ideation. I help brands connect with different demographics, newer sectors and shifting cultural concepts, as well as assessing their sector positions.
Presentation formats range from cultural codes and semiotic maps, to think pieces and key shift reports, to co-creation workshops and granular guidelines for creatives. I also enjoy working with qualitative and data insight to contextualise it within cultural conversations and narratives, and to open up hypotheses and new ideas. My copywriting skills mean I can also mock up communications and brand positionings.
I’ve worked with clients from most sectors (special interests in media & entertainment, beauty & food) and across various regions. I'm also passionate about climate and other activist messaging.
I'm available for stand-alone copywriting as well as my analyst & branding work.
Work history
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Senior Project ManagerCanopy Insight
- London, United KingdomFull Time
Managed and presented insight and brand strategy projects for clients across sectors and regions, using cultural insight and semiotics to investigate consumer behavior, cultural codes and brand values. Aims included inspiring creative media and entertainment projects, as well as understanding younger demographics, newer sectors and shifting cultural concepts. Authored off-the-peg reports, recommendations, key shifts and thought pieces with applicability to a broad range of clients. Worked with Canopy’s proprietary search data collection software, synthesizing raw data insights and drawing insights and conclusions from them. Worked with qualitative research agencies to help shape hypotheses, interpret and complement qual data, and inspire clients in workshops.
Project ManagerSpace Doctors Ltd.
- London, United KingdomFull Time
Managed and presented insight, brand strategy and business strategy projects across sectors and regions, using semiotic and sensory analysis, trend research, ethnography and speculative design. . Produced brand strategy implications and opportunity spaces to create, revitalise and expand brands; to advise on launches or campaigns; to localize; and for NPD/FEI innovation. Created granular guidelines to brief creative/ ad agencies – visual, verbal and design. Wrote starter comms ideas, both as example work and for actual use. Created new scripted, visualized brand stories.
Co-created creative platforms, ‘big ideas’ and brand strategy plans with client and agency participants. Designed and moderated online qualitative research projects: authored scripts, led discussions and prompts, and analyzed responses. Recruited, briefed and liaised with freelance analysts worldwide, pulling out key insights, sharpening their thinking and integrating it into projects.
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Skills
- Research Insight
- Brand Research
- Trend Research
- Cultural Insight
- Consumer Culture
- Brand Analysis
- Brand Building
- Brand Consultancy
- Brand Communication Planning
- Brand Positioning
Education
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MAUniveristy of East Anglia
- Norwich, United Kingdom
MA in Creative Writing (Prose)
BAUniversity of Cambridge
- Cambridge, United Kingdom
BA in English
Awards
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Semionaut New Thinkers AwardSemionaut